Visitor Conversion

Homepage testing

To increase the signup rate of visitors to the oDesk site I changed the homepage:

Created a clear and easy-to-grasp value proposition, and used simple graphics to communicate it to new visitors.

Introduced self-segmentation into the main part of the homepage to send each user to the tailored messaging that most fit their profile.

Used multi-variant page testing to determine the layout that yielded the highest conversion rate; in contrast to the initial hypothesis, the best layout was the one with the least information, messaging simplicity rather than distracting with metrics and social proof.

Embedded an animated video that I designed to explain, in simple terms, what the business is all about.

New homepage alone converted visitors at 250% of original version.

Repeated A/B tests and demonstrated that the homepage design was sound and consistently outperformed other versions.